A coffee shop owner broke down over the unfair rent in NYC — then Joe Jonas showed up for her

With capitalism at the center of the 21st century, small businesses, many owned by indigenous communities, who have been residing in a region for decades, are the most affected. In New York City, a melting pot of commerce, technology, and culture, and one of the most expensive cities in the U.S., striving for success can be both possible and impossible. Rachel Rose (@its.rachel.rose), a business owner from Brooklyn, broke down on the internet after receiving disheartening news about her coffee shop in Williamsburg, Brooklyn. As an individual Puerto Rican owner of the shop, she started with her boyfriend, Rose said she could not continue running the business due to an unwarranted rent increase. 

Sitting in her car, Rose explained her compromised situation, unable to hold back her tears. “I started my business with my boyfriend, just the two of us, with just a couple of thousand dollars, and it really has changed my life,” the TikTok user said, suggesting the shop, Buddies Cafe, was one of the scariest risks she had ever taken. She explained the primary motive behind the video was to show the raw emotions and struggles ordinary people experience in everyday life. “I am one of the newest Puerto Rican-owned businesses. I have no spoon feeding me, it’s just my hard work,” Rose cried. 

Rose had just received a notice from her landlord that she could not continue renting the shop on the former lease due to a rent increase. She was given a seven-month leeway to figure everything out and either stay and pay a higher rent or pack up her shop and pull the shutters down. Besides the rent increase, what bothered Rose the most was that a new coffee shop had popped up right across her business.

"It just feels like you just can’t win. Like, why can't the small people win!?” Rose shared that she was determined to uplift other women and her Puerto Rican community by being successful, but the rent increase was a roadblock to her ambition. Calling out the gentrification of her local neighborhood, Rose recalled Williamsburg as a “predominantly Puerto Rican neighborhood” before the poor communities were wiped away and displaced. The video amassed 7.7 million views and nearly 900,000 likes, reaching all corners of the internet.

In the run, Rose’s story made an impact on a few celebrities, the likes of Joe Jonas, Cyrus and Faith Hill, among countless other people. The Cake by the Ocean singer, who goes by @joejonas, was committed to helping and ensured everyone he knew supported Rose during her trying times. “You are awesome. I’m coming to support,” Jonas wrote. In addition, the A-lister also shared a video explaining why Buddies Cafe was, in fact, a great place. “I wanna go support, and I think you should too…get some coffee and beans. She roasts her own beans. Pretty amazing. Or you can order online,” Jonas said. The star’s video was also much appreciated on the internet and received praise and love from people. 

“I’m flying back to the city and I will be coming to support,” wrote singer-songwriter Faith Hill (@iamtoothlessandruthless). Another TikTok influencer (@eldestmillenial), who claimed to be Puerto Rican, said, “From one Puerto Rican woman to another, I love you. I reposted to my million followers in hopes we can get them to find you. Please don’t give up.” “You are not silly for posting this. This plain out sucks,” noted a fellow internet user (@pazisback). 

You can follow @its.rachel.rose and @joejonas on TikTok for more videos.